Attendees at the press conference officially launched the 2018 Xtep 321 Running Festival
According to the press conference, the 2018 Xtep 321 Running Festival continues the "sports + entertainment" marketing model and presents a brand-new theme #RunYourWay#. Building on its past success, it continues to innovate and expand its influence. At the event, Xtep also collaborated with Joyrun to co-create the Xtep Running Sanctuaries White Paper, recommending the most suitable city running routes for the broadest range of amateur runners. Additionally, Xtep joined forces with Tmall to fully leverage both parties’ resources and comprehensively upgrade the shopping experience during the Running Festival. Moreover, Coach Yin Changxi was appointed as Xtep’s running advisor, while top domestic marathon athletes—international-level sports master He Yinli, national-level sports masters Li Chunhui, Zhao Baidong, and Liu Hongliang—officially signed on to join the Xtep family.
Marathon coach Yin Changxi and top domestic marathon athletes He Yinli, Li Chunhui, Zhao Baidong, and Liu Hongliang officially joined the Xtep family
#RunYourWay#: Xtep creates a mass running celebration
2018 marks the third edition of the 321 Running Festival. Xtep continues to enhance the festival’s influence on its existing foundation, partnering with authoritative institutions to further improve the quality and reach of the event, and crafting a more entertaining and participatory running celebration for amateur runners. The 321 Running Festival is an event created by Xtep to establish itself as the go-to brand for Chinese amateur runners and to build and refine the running ecosystem. It also represents Xtep’s strategic shift from event sponsorship to broader public service. Building on this, Xtep remains committed to the "sports + entertainment" marketing model, continuing to energize the running market.
Speech by Mr. Ding Shuibo, Chairman and CEO of Xtep Group
In 2017, Xtep made a new pact with everyone: “You have to run.” This year, Xtep brings a brand-new theme: “#RunYourWay#,” calling on more people to join the national fitness movement of running. During the event, Xtep will collaborate with multiple brands and platforms to host various running activities, including professional runs by Xtep Running Clubs, fun music runs, and vibrant runs at hundreds of universities—both online and offline—to continually deliver rich experiences to runners.
Following last year’s star-studded 2017 321 Running Festival gala featuring Zhao Liying, Jiro Wang, and Nicholas Tse, Xtep will continue to invite these celebrities, along with its brand ambassadors such as Lin Gengxin, China’s flying man Xie Zhenye, and Olympic champion Chen Ding, to showcase the vitality and passion of sports. At the event, Xtep will partner with Southeast TV, Tmall, and major online streaming platforms like Tencent Video to allow audiences both on-site and online to experience the charm of the Xtep 321 Running Festival and the spirit of sports.
Additionally, Xtep has introduced a series of exclusive 321 products for consumers, including 321-themed T-shirts, custom 321 medals, Xtep shock-absorbing running shoes, and celebrity-endorsed products featuring Zhao Liying.
Upgrading the running ecosystem: Xtep to create China’s Running Sanctuaries White Paper
For the 321 Running Festival, Xtep has introduced targeted measures across event activities, product equipment, runner services, and running social platforms, continuing to build and refine its running ecosystem. Taking advantage of the 321 opportunity, Xtep has partnered with Joyrun to develop the China Running Sanctuaries White Paper, further deepening and upgrading Xtep’s running ecosystem.
At the press conference, Xtep announced that it would collaborate with Joyrun to launch the Xtep China Running Sanctuaries White Paper. Leveraging Joyrun’s big data and recommendations from runners, the guide will recommend the most suitable running routes for every enthusiast. These routes vary in appeal—some may offer the most stunning scenery, others the greatest challenge, or the best chances to set a personal best. In an interview, Mr. Ding Shuibo, Chairman and CEO of Xtep Group, said: “The China Running Sanctuaries White Paper that Xtep is fully committed to creating is actually a redefinition and upgrade of the Xtep running ecosystem. At this level, we aim to address everyday running scenarios. By solving the pain points in the daily running lives of consumers through this White Paper, we continue to perfect Xtep’s running ecosystem.”
Xtep running tech innovations: Personalized running shoe customization service coming soon
After the press conference, Dr. Zhang Dewen, Xtep’s Chief Scientist, led a tour of the scientific laboratory, showcasing its “black technologies.” As one of the top sports science labs in China, Xtep’s lab is equipped with precision instruments such as a 3D force plate, insole pressure sensors, a 3D motion capture system, and high-speed cameras to measure kinetic data. These devices enable analysis of athletes’ techniques and the creation of highly customized gear based on professional data to help athletes improve performance.
He Yinli was among the first to experience Xtep’s upgraded running technology in the lab, completing data collection for a personalized pair of running shoes. In the future, Xtep plans to extend these technologies to the public, catering to individualized consumer needs and crafting bespoke professional gear.